Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #179 | The Hidden Mindset Traps Blocking You From Growing Your Medtech Export Business & How To Overcome Them With These 3 Questions (For Clinicians)

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#179 | The Hidden Mindset Traps Blocking You From Growing Your Medtech Export Business & How To Overcome Them With These 3 Questions (For Clinicians) · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  In
• 0:00
  this
• 0:00
  episode,
• 0:01
  you'll
• 0:01
  learn
• 0:01
  the
• 0:01
  three
• 0:02
  mindset
• 0:02
  mistakes
• 0:03
  that
• 0:03
  quietly
• 0:03
  kill
• 0:04
  international
• 0:04
  MedTech
• 0:05
  expansion,
• 0:06
  even
• 0:06
  when
• 0:06
  the
• 0:06
  product,
• 0:07
  clinical
• 0:07
  evidence
• 0:08
  and
• 0:08
  your
• 0:08
  distributor
• 0:09
  all
• 0:09
  look
• 0:10
  sound.
• 0:11
  And
• 0:11
  more
• 0:11
  importantly,
• 0:12
  I'll
• 0:12
  give
• 0:12
  you
• 0:13
  a
• 0:13
  simple
• 0:13
  framework
• 0:14
  to
• 0:14
  spot
• 0:14
  those
• 0:14
  mistakes
• 0:15
  early
• 0:15
  on
• 0:15
  and
• 0:16
  fix
• 0:16
  them
• 0:16
  before
• 0:17
  they
• 0:17
  cost
• 0:17
  you
• 0:18
  time,
• 0:18
  money,
• 0:19
  and
• 0:19
  market
• 0:19
  momentum.
• 0:20
  Welcome
• 0:21
  to
• 0:21
  Clinician
• 0:22
  to
• 0:22
  CEO,
• 0:23
  the
• 0:23
  podcast
• 0:24
  helping
• 0:24
  clinicians
• 0:25
  simplify
• 0:25
  your
• 0:25
  go-to-market
• 0:26
  strategy
• 0:27
  so
• 0:27
  that
• 0:27
  you
• 0:27
  can
• 0:27
  stop
• 0:28
  guessing
• 0:29
  and
• 0:29
  turn
• 0:29
  your
• 0:29
  working
• 0:30
  prototypes
• 0:30
  into
• 0:31
  international
• 0:31
  MedTech
• 0:32
  businesses.
• 0:33
  I'm
• 0:33
  your
• 0:33
  host,
• 0:34
  Hakeem
• 0:34
  Aade.
• 0:35
  Let's
• 0:35
  get
• 0:36
  started.
• 0:36
  So
• 0:37
  firstly,
• 0:37
  what
• 0:38
  do
• 0:38
  we
• 0:38
  mean
• 0:38
  by
• 0:39
  mindset?
• 0:40
  Because
• 0:40
  when
• 0:40
  I
• 0:40
  say
• 0:40
  mindset,
• 0:41
  I
• 0:41
  don't
• 0:41
  mean
• 0:41
  positive
• 0:42
  thinking
• 0:42
  or
• 0:43
  any
• 0:43
  of
• 0:43
  that
• 0:43
  stuff.
• 0:44
  Mindset
• 0:45
  is
• 0:45
  simply
• 0:46
  how
• 0:46
  you
• 0:46
  see
• 0:47
  the
• 0:47
  situation
• 0:47
  you're
• 0:48
  in
• 0:48
  now
• 0:49
  and
• 0:49
  what
• 0:49
  you
• 0:49
  do
• 0:50
  next.
• 0:50
  So,
• 0:51
  mindset
• 0:51
  will
• 0:51
  then
• 0:51
  determine
• 0:52
  the
• 0:52
  decisions
• 0:52
  you
• 0:53
  make,
• 0:53
  the
• 0:53
  actions
• 0:54
  you
• 0:54
  take,
• 0:54
  and
• 0:55
  ultimately
• 0:55
  whether
• 0:56
  your
• 0:56
  product
• 0:56
  ever
• 0:57
  gets
• 0:57
  used
• 0:57
  in
• 0:57
  international
• 0:58
  markets.
• 0:59
  So
• 0:59
  two
• 0:59
  companies
• 1:00
  can
• 1:00
  face
• 1:00
  the
• 1:01
  exact
• 1:01
  same
• 1:02
  export
• 1:02
  challenge
• 1:03
  and
• 1:03
  respond
• 1:03
  completely
• 1:04
  differently
• 1:04
  because
• 1:05
  of
• 1:05
  which
• 1:05
  mindset
• 1:05
  they
• 1:06
  have.
• 1:06
  One
• 1:06
  assumed
• 1:07
  that
• 1:07
  the
• 1:07
  market
• 1:07
  will
• 1:08
  behave
• 1:08
  like
• 1:08
  their
• 1:08
  home
• 1:08
  country.
• 1:09
  The
• 1:09
  other
• 1:09
  assumed
• 1:10
  it
• 1:10
  probably
• 1:10
  won't,
• 1:11
  and
• 1:11
  then
• 1:11
  goes
• 1:12
  to
• 1:12
  find
• 1:12
  out
• 1:13
  exactly
• 1:13
  how
• 1:13
  it
• 1:13
  works
• 1:14
  in
• 1:14
  that
• 1:15
  new
• 1:15
  market.
• 1:15
  That
• 1:16
  difference
• 1:16
  in
• 1:16
  thinking
• 1:17
  mindset
• 1:18
  changes
• 1:18
  almost
• 1:19
  every
• 1:19
  decision
• 1:20
  that
• 1:20
  follows.
• 1:21
  And
• 1:21
  that's
• 1:21
  why
• 1:21
  mindset
• 1:22
  matters
• 1:22
  so
• 1:23
  much
• 1:23
  when
• 1:23
  companies
• 1:23
  expand
• 1:24
  internationally.
• 1:25
  So
• 1:26
  I
• 1:26
  know
• 1:26
  some
• 1:26
  of
• 1:26
  you
• 1:27
  listening
• 1:27
  may
• 1:28
  well
• 1:28
  be
• 1:28
  thinking,
• 1:29
  uh,
• 1:29
  now
• 1:29
  if
• 1:30
  a
• 1:30
  MedTech
• 1:30
  fails
• 1:31
  to
• 1:31
  export
• 1:31
  effectively,
• 1:32
  it's
• 1:32
  got
• 1:32
  to
• 1:32
  be
• 1:32
  the
• 1:32
  product
• 1:33
  or
• 1:33
  clinical
• 1:33
  evidence
• 1:34
  or
• 1:34
  the
• 1:35
  distributor.
• 1:36
  And
• 1:36
  sometimes
• 1:36
  you're
• 1:36
  absolutely
• 1:37
  right.
• 1:37
  Sometimes
• 1:38
  the
• 1:38
  product
• 1:38
  genuinely
• 1:39
  isn't
• 1:39
  ready.
• 1:40
  Sometimes
• 1:40
  the
• 1:40
  evidence
• 1:40
  isn't
• 1:41
  strong
• 1:41
  enough.
• 1:41
  Sometimes
• 1:41
  the
• 1:42
  distributor
• 1:42
  partner
• 1:43
  really
• 1:43
  isn't
• 1:44
  the
• 1:44
  right
• 1:44
  partner.
• 1:45
  But
• 1:45
  from
• 1:45
  working
• 1:46
  across
• 1:46
  multiple
• 1:47
  markets
• 1:47
  with
• 1:47
  different
• 1:48
  MedTech
• 1:48
  companies
• 1:49
  and
• 1:49
  seeing
• 1:49
  how
• 1:49
  different
• 1:50
  products
• 1:50
  land
• 1:51
  in
• 1:51
  different
• 1:51
  systems,
• 1:52
  I've
• 1:52
  noticed
• 1:53
  something
• 1:53
  very
• 1:54
  interesting.
• 1:55
  Very
• 1:55
  often.
• 1:56
  The
• 1:56
  real
• 1:56
  barrier
• 1:56
  isn't
• 1:57
  one
• 1:57
  of
• 1:57
  those
• 1:57
  things.
• 1:58
  It's
• 1:58
  the
• 1:58
  way
• 1:59
  the
• 1:59
  company
• 2:00
  is
• 2:00
  thinking
• 2:00
  about
• 2:01
  the
• 2:01
  market
• 2:02
  IE
• 2:02
  mindset.
• 2:03
  And
• 2:03
  the
• 2:03
  three
• 2:04
  main
• 2:05
  mindset
• 2:05
  traps
• 2:06
  that
• 2:06
  I
• 2:06
  see
• 2:06
  companies
• 2:07
  fall
• 2:07
  into.
• 2:07
  So
• 2:07
  mindset
• 2:08
  trap,
• 2:08
  number
• 2:08
  one,
• 2:09
  assumption
• 2:10
  over
• 2:10
  curiosity.
• 2:11
  Or
• 2:11
  to
• 2:11
  put
• 2:12
  it
• 2:12
  another
• 2:12
  way,
• 2:12
  don't
• 2:13
  trust
• 2:13
  your
• 2:14
  first
• 2:14
  explanation
• 2:15
  to
• 2:15
  yourself
• 2:16
  of
• 2:16
  what's
• 2:17
  going
• 2:17
  on,
• 2:17
  because
• 2:18
  when
• 2:18
  something
• 2:18
  isn't
• 2:18
  working
• 2:19
  in
• 2:19
  a
• 2:19
  new
• 2:19
  market,
• 2:20
  the
• 2:20
  instinct
• 2:20
  is
• 2:20
  always
• 2:21
  to
• 2:21
  assume
• 2:21
  that
• 2:22
  you
• 2:22
  know
• 2:22
  why,
• 2:22
  and
• 2:23
  then
• 2:23
  act
• 2:23
  upon
• 2:23
  that
• 2:24
  quickly.
• 2:24
  But
• 2:25
  what
• 2:25
  I
• 2:25
  want
• 2:25
  you
• 2:25
  to
• 2:25
  do
• 2:25
  from
• 2:25
  now
• 2:26
  on.
• 2:26
  It
• 2:26
  is
• 2:26
  actually
• 2:27
  take
• 2:27
  the
• 2:27
  view
• 2:28
  that
• 2:28
  that
• 2:28
  first
• 2:28
  explanation
• 2:29
  to
• 2:29
  itself
• 2:29
  may
• 2:30
  well
• 2:30
  be
• 2:30
  wrong.
• 2:30
  So
• 2:30
  lemme
• 2:31
  give
• 2:31
  you
• 2:31
  an
• 2:31
  example.
• 2:32
  A
• 2:32
  team
• 2:32
  enter
• 2:32
  the
• 2:32
  new
• 2:32
  market
• 2:33
  and
• 2:33
  early
• 2:34
  conversation.
• 2:34
  They're
• 2:34
  slow,
• 2:35
  and
• 2:35
  the
• 2:36
  immediate
• 2:36
  reaction
• 2:36
  is
• 2:37
  we
• 2:37
  need
• 2:37
  more
• 2:37
  activity.
• 2:38
  So
• 2:38
  they
• 2:38
  push
• 2:38
  harder,
• 2:39
  more
• 2:39
  emails,
• 2:40
  more
• 2:40
  meetings,
• 2:41
  more
• 2:41
  pressure.
• 2:42
  But
• 2:42
  another
• 2:43
  team
• 2:43
  looks
• 2:44
  at
• 2:44
  the
• 2:44
  same
• 2:45
  situation
• 2:45
  and
• 2:45
  asks
• 2:45
  themselves,
• 2:47
  are
• 2:47
  we
• 2:47
  even
• 2:47
  talking
• 2:47
  to
• 2:48
  the
• 2:48
  right
• 2:48
  people?
• 2:49
  Does
• 2:49
  this
• 2:49
  problem
• 2:49
  matter
• 2:50
  in
• 2:50
  this
• 2:50
  system,
• 2:51
  this
• 2:51
  specific
• 2:51
  system
• 2:52
  in
• 2:52
  this
• 2:52
  country?
• 2:53
  Are
• 2:53
  we
• 2:53
  positioning
• 2:54
  this
• 2:54
  product
• 2:55
  in
• 2:55
  a
• 2:55
  way
• 2:56
  that
• 2:56
  makes
• 2:56
  sense
• 2:57
  here
• 2:57
  in
• 2:58
  this
• 2:58
  market?
• 2:58
  Not
• 2:59
  the
• 2:59
  way
• 2:59
  we
• 2:59
  did
• 2:59
  it
• 2:59
  before,
• 3:00
  the
• 3:00
  same
• 3:00
  situation,
• 3:01
  but
• 3:02
  two
• 3:02
  completely
• 3:03
  different
• 3:03
  responses.
• 3:04
  Now,
• 3:04
  one
• 3:05
  assumes.
• 3:06
  And
• 3:06
  the
• 3:06
  curious
• 3:06
  one
• 3:07
  is
• 3:07
  at
• 3:07
  least
• 3:07
  likely
• 3:08
  to
• 3:08
  diagnose
• 3:09
  the
• 3:09
  problem
• 3:10
  correctly
• 3:11
  and
• 3:11
  then
• 3:11
  start
• 3:11
  to
• 3:11
  implement
• 3:12
  the
• 3:12
  appropriate
• 3:12
  solution
• 3:13
  based
• 3:13
  on
• 3:14
  reality
• 3:14
  and
• 3:15
  not
• 3:15
  assumption.
• 3:16
  So
• 3:16
  always
• 3:17
  be
• 3:18
  curious
• 3:19
  and
• 3:19
  don't
• 3:19
  assume.
• 3:20
  And
• 3:20
  then
• 3:20
  moving
• 3:20
  on
• 3:21
  to
• 3:21
  the
• 3:22
  mindset
• 3:22
  trap,
• 3:22
  number
• 3:23
  two,
• 3:23
  that's
• 3:24
  all
• 3:24
  around
• 3:24
  expecting
• 3:25
  that
• 3:25
  the
• 3:25
  export
• 3:25
  market
• 3:26
  that
• 3:26
  you're
• 3:26
  moving
• 3:26
  into
• 3:27
  works
• 3:27
  exactly
• 3:27
  like
• 3:28
  your
• 3:28
  home
• 3:28
  market.
• 3:29
  So
• 3:29
  imagine
• 3:30
  a
• 3:30
  UK
• 3:30
  MedTech
• 3:31
  company
• 3:31
  expanding
• 3:32
  into
• 3:32
  Spain.
• 3:33
  The
• 3:33
  product
• 3:33
  works,
• 3:34
  the
• 3:34
  clinical
• 3:34
  evidence
• 3:34
  is
• 3:35
  strong,
• 3:35
  so
• 3:35
  naturally.
• 3:36
  They
• 3:36
  appoint
• 3:36
  a
• 3:36
  distributor
• 3:37
  and
• 3:37
  start
• 3:37
  running
• 3:37
  training
• 3:38
  sessions,
• 3:39
  but
• 3:39
  the
• 3:39
  slides
• 3:40
  are
• 3:40
  in
• 3:40
  English.
• 3:40
  The
• 3:40
  training
• 3:41
  video
• 3:41
  are
• 3:41
  English,
• 3:42
  the
• 3:42
  clinical
• 3:42
  paper,
• 3:43
  they're
• 3:43
  in
• 3:43
  English,
• 3:44
  and
• 3:44
  then
• 3:44
  when
• 3:44
  adoption
• 3:44
  is
• 3:45
  slow,
• 3:45
  the
• 3:46
  reaction
• 3:46
  is
• 3:46
  often,
• 3:46
  ah,
• 3:47
  clinicians
• 3:47
  here
• 3:48
  just
• 3:48
  don't
• 3:48
  seem
• 3:48
  to
• 3:48
  get
• 3:49
  it.
• 3:49
  But
• 3:49
  here's
• 3:49
  the
• 3:49
  reality.
• 3:50
  They
• 3:50
  actually
• 3:50
  do
• 3:51
  get
• 3:51
  it.
• 3:51
  They
• 3:51
  just
• 3:52
  don't
• 3:52
  want
• 3:52
  to
• 3:52
  translate
• 3:53
  the
• 3:53
  value
• 3:53
  proposition
• 3:53
  in
• 3:53
  their
• 3:54
  heads
• 3:54
  while
• 3:54
  trying
• 3:54
  to
• 3:55
  evaluate
• 3:55
  a
• 3:55
  new
• 3:55
  device.
• 3:56
  And
• 3:56
  this
• 3:57
  is
• 3:57
  what
• 3:57
  I
• 3:57
  call
• 3:58
  the
• 3:58
  colonial
• 3:59
  mindset.
• 3:59
  A
• 3:59
  colonial
• 4:00
  mindset
• 4:00
  assumes
• 4:01
  the
• 4:01
  market
• 4:02
  will
• 4:02
  adapt
• 4:02
  to
• 4:02
  us,
• 4:03
  and
• 4:03
  we
• 4:04
  just
• 4:04
  do
• 4:04
  everything
• 4:05
  that
• 4:05
  we've
• 4:05
  done
• 4:05
  in
• 4:05
  our
• 4:05
  home
• 4:05
  market,
• 4:06
  and
• 4:06
  the
• 4:06
  new
• 4:06
  market
• 4:07
  will
• 4:07
  accept
• 4:08
  it,
• 4:08
  and
• 4:08
  we'll
• 4:08
  start
• 4:08
  selling.
• 4:09
  That's
• 4:09
  the
• 4:09
  colonial
• 4:10
  mindset.
• 4:10
  The
• 4:11
  alternative
• 4:11
  mindset,
• 4:12
  what
• 4:12
  I
• 4:12
  call
• 4:12
  the
• 4:12
  global
• 4:13
  mindset,
• 4:14
  assumes
• 4:15
  that
• 4:15
  we
• 4:15
  need
• 4:16
  to
• 4:16
  adapt
• 4:17
  to
• 4:17
  the
• 4:17
  market.
• 4:17
  They
• 4:18
  ask
• 4:18
  different
• 4:18
  questions.
• 4:19
  They
• 4:19
  ask
• 4:20
  if
• 4:20
  we
• 4:20
  were
• 4:20
  a
• 4:20
  Spanish
• 4:21
  company
• 4:21
  launching
• 4:22
  a
• 4:22
  device
• 4:23
  in
• 4:23
  the
• 4:23
  uk,
• 4:24
  would
• 4:24
  we
• 4:25
  train
• 4:25
  British
• 4:25
  surgeons
• 4:26
  in
• 4:26
  Spanish?
• 4:27
  Probably
• 4:27
  not.
• 4:28
  So
• 4:28
  they
• 4:29
  adapt,
• 4:29
  they
• 4:30
  translate
• 4:30
  the
• 4:30
  training,
• 4:31
  they
• 4:31
  deliver
• 4:31
  the
• 4:31
  sessions
• 4:32
  in
• 4:32
  Spanish.
• 4:32
  They
• 4:33
  adjust
• 4:33
  the
• 4:33
  messaging
• 4:34
  for
• 4:34
  how
• 4:34
  hospitals
• 4:35
  in
• 4:35
  that
• 4:35
  country
• 4:35
  evaluate
• 4:36
  new
• 4:36
  devices.
• 4:37
  Now
• 4:37
  it's
• 4:38
  the
• 4:38
  same
• 4:38
  product
• 4:38
  in
• 4:38
  both
• 4:38
  cases,
• 4:39
  in
• 4:39
  both
• 4:40
  the
• 4:40
  colonial
• 4:40
  mindset
• 4:40
  example
• 4:41
  and
• 4:41
  the
• 4:41
  global
• 4:42
  mindset
• 4:42
  example.
• 4:43
  It's
• 4:43
  the
• 4:43
  same
• 4:43
  product,
• 4:44
  it's
• 4:44
  the
• 4:44
  same
• 4:44
  market.
• 4:45
  But
• 4:45
  you
• 4:45
  get
• 4:45
  a
• 4:45
  completely
• 4:46
  different
• 4:47
  outcome,
• 4:48
  and
• 4:48
  that's
• 4:48
  the
• 4:48
  difference
• 4:49
  between
• 4:49
  a
• 4:49
  colonial
• 4:50
  mindset
• 4:51
  and
• 4:51
  a
• 4:51
  global
• 4:51
  mindset.
• 4:52
  And
• 4:53
  obviously
• 4:53
  I'm
• 4:53
  suggesting
• 4:54
  that
• 4:54
  you
• 4:55
  employ
• 4:55
  a
• 4:56
  global
• 4:56
  mindset
• 4:56
  if
• 4:56
  you
• 4:57
  want
• 4:57
  to
• 4:57
  see
• 4:58
  adoption
• 4:59
  when
• 4:59
  you
• 4:59
  move
• 4:59
  into
• 4:59
  new
• 4:59
  markets.
• 5:00
  And
• 5:00
  this
• 5:00
  is
• 5:01
  all
• 5:01
  around
• 5:02
  just
• 5:02
  different
• 5:02
  assumptions,
• 5:03
  because
• 5:03
  a
• 5:03
  colonial
• 5:04
  mindset
• 5:04
  assumes
• 5:05
  the
• 5:05
  market
• 5:05
  will
• 5:05
  adapt
• 5:05
  to
• 5:05
  you,
• 5:06
  as
• 5:06
  I
• 5:06
  said,
• 5:06
  but
• 5:06
  a
• 5:07
  global
• 5:07
  mindset
• 5:07
  assumed
• 5:08
  that
• 5:08
  you
• 5:08
  need
• 5:09
  to
• 5:09
  adapt
• 5:09
  to
• 5:09
  the
• 5:09
  market.
• 5:10
  So
• 5:10
  ask
• 5:11
  yourself
• 5:11
  now,
• 5:12
  which
• 5:12
  mindset
• 5:13
  do
• 5:13
  you
• 5:13
  have
• 5:14
  before
• 5:14
  you
• 5:14
  go
• 5:14
  any
• 5:14
  further,
• 5:15
  because
• 5:16
  you
• 5:16
  should
• 5:16
  be
• 5:16
  really
• 5:17
  focusing
• 5:18
  on
• 5:18
  the
• 5:18
  global
• 5:18
  mindset.
• 5:19
  So
• 5:19
  how
• 5:19
  do
• 5:19
  you
• 5:19
  spot
• 5:19
  this
• 5:19
  trap
• 5:20
  early?
• 5:20
  You
• 5:20
  simply
• 5:21
  want
• 5:21
  to
• 5:21
  ask
• 5:21
  yourself,
• 5:22
  where
• 5:22
  am
• 5:22
  I
• 5:23
  assuming
• 5:24
  that
• 5:24
  this
• 5:24
  market
• 5:25
  works
• 5:25
  exactly
• 5:26
  like
• 5:26
  the
• 5:26
  one
• 5:26
  I
• 5:26
  know,
• 5:27
  IE
• 5:27
  home
• 5:27
  market?
• 5:28
  And
• 5:28
  be
• 5:28
  honest
• 5:28
  with
• 5:29
  it.
• 5:29
  Are
• 5:30
  you
• 5:30
  assuming
• 5:30
  that
• 5:31
  the
• 5:31
  buying
• 5:31
  process
• 5:31
  is
• 5:31
  similar?
• 5:32
  That
• 5:32
  the
• 5:32
  clinical
• 5:33
  workflow
• 5:33
  is
• 5:33
  the
• 5:34
  same?
• 5:34
  That
• 5:34
  the
• 5:34
  way
• 5:35
  value
• 5:35
  is
• 5:35
  judged
• 5:36
  is
• 5:36
  the
• 5:36
  same?
• 5:36
  Because
• 5:36
  if
• 5:37
  you
• 5:37
  are,
• 5:38
  you're
• 5:38
  going
• 5:38
  to
• 5:39
  try
• 5:39
  and
• 5:39
  solve
• 5:39
  the
• 5:39
  wrong
• 5:40
  problem,
• 5:40
  and
• 5:40
  if
• 5:40
  you're
• 5:40
  solving
• 5:41
  the
• 5:41
  wrong
• 5:41
  problem.
• 5:42
  No
• 5:42
  amount
• 5:42
  of
• 5:42
  sales
• 5:43
  effort
• 5:43
  is
• 5:43
  going
• 5:44
  to
• 5:44
  fix
• 5:44
  it.
• 5:45
  So,
• 5:45
  ask
• 5:45
  yourself
• 5:46
  that
• 5:46
  question.
• 5:46
  That
• 5:47
  picks
• 5:47
  up
• 5:47
  both
• 5:47
  trap
• 5:48
  one
• 5:48
  and
• 5:49
  two.
• 5:49
  And
• 5:49
  then
• 5:49
  the
• 5:50
  third
• 5:50
  mindset
• 5:50
  truck
• 5:50
  that
• 5:50
  I
• 5:50
  see
• 5:51
  regularly
• 5:51
  is
• 5:51
  waiting
• 5:52
  for
• 5:52
  perfect
• 5:53
  information
• 5:54
  because
• 5:54
  this
• 5:54
  then
• 5:54
  leads
• 5:55
  to
• 5:55
  procrastination,
• 5:56
  so
• 5:56
  you
• 5:56
  don't
• 5:56
  actually
• 5:56
  really
• 5:57
  get
• 5:57
  anything
• 5:57
  done
• 5:57
  because
• 5:58
  companies
• 5:59
  want
• 5:59
  certainty
• 6:00
  before
• 6:00
  they
• 6:01
  act.
• 6:01
  Perfect
• 6:02
  regulatory
• 6:02
  clarity,
• 6:03
  perfect
• 6:03
  market
• 6:04
  research,
• 6:04
  perfect
• 6:05
  distributor
• 6:05
  selection.
• 6:06
  But
• 6:07
  international
• 6:07
  expansion
• 6:08
  rarely
• 6:09
  works
• 6:09
  like
• 6:09
  that.
• 6:10
  And
• 6:10
  a
• 6:10
  useful
• 6:10
  way
• 6:11
  to
• 6:11
  circumvent
• 6:12
  and
• 6:12
  get
• 6:12
  over
• 6:13
  this
• 6:13
  challenge
• 6:14
  is
• 6:14
  something
• 6:15
  called
• 6:15
  the
• 6:15
  40
• 6:16
  70
• 6:17
  rule.
• 6:18
  And
• 6:18
  the
• 6:18
  way
• 6:18
  this
• 6:19
  works
• 6:19
  is
• 6:19
  basically
• 6:20
  to
• 6:20
  say
• 6:21
  that
• 6:21
  if
• 6:21
  you
• 6:21
  have
• 6:21
  less
• 6:22
  than
• 6:22
  40%
• 6:23
  of
• 6:23
  the
• 6:23
  information
• 6:23
  you
• 6:24
  need.
• 6:24
  Don't
• 6:25
  act
• 6:25
  a
• 6:26
  40%
• 6:26
  of
• 6:26
  the
• 6:26
  information
• 6:27
  to
• 6:27
  make
• 6:27
  the
• 6:27
  decision,
• 6:28
  don't
• 6:28
  act
• 6:29
  yet.
• 6:29
  And
• 6:29
  if
• 6:30
  you
• 6:30
  have
• 6:30
  more
• 6:30
  than
• 6:30
  70%
• 6:31
  of
• 6:32
  the
• 6:32
  information
• 6:32
  that
• 6:32
  you
• 6:32
  need,
• 6:33
  to
• 6:33
  make
• 6:33
  the
• 6:33
  decision,
• 6:34
  then
• 6:34
  act.
• 6:35
  But
• 6:35
  most
• 6:36
  good
• 6:36
  strategic
• 6:36
  decisions
• 6:37
  happen
• 6:37
  somewhere
• 6:37
  in
• 6:37
  between
• 6:38
  that
• 6:38
  40
• 6:38
  to
• 6:38
  70%.
• 6:39
  So
• 6:39
  you're
• 6:39
  not
• 6:40
  making
• 6:40
  decisions
• 6:41
  without
• 6:41
  any
• 6:41
  data,
• 6:42
  but
• 6:42
  you're
• 6:43
  not
• 6:43
  waiting
• 6:43
  till
• 6:43
  you've
• 6:44
  got
• 6:44
  a
• 6:44
  hundred
• 6:44
  percent
• 6:44
  of
• 6:45
  the
• 6:45
  data
• 6:45
  before
• 6:45
  you
• 6:46
  do
• 6:46
  anything
• 6:46
  because
• 6:47
  that's
• 6:47
  gonna
• 6:47
  lead
• 6:48
  to
• 6:48
  procrastination
• 6:49
  and
• 6:49
  missing
• 6:50
  opportunities.
• 6:51
  You're
• 6:51
  not
• 6:51
  going
• 6:51
  to
• 6:51
  be
• 6:52
  reckless.
• 6:53
  and
• 6:53
  You're
• 6:53
  going
• 6:53
  to
• 6:53
  be
• 6:53
  decisive.
• 6:54
  So
• 6:55
  what
• 6:55
  you
• 6:55
  want
• 6:55
  to
• 6:55
  be
• 6:55
  able
• 6:56
  to
• 6:56
  do
• 6:56
  is
• 6:56
  gather
• 6:57
  enough
• 6:57
  information
• 6:57
  to
• 6:57
  move
• 6:58
  forward.
• 6:58
  And
• 6:59
  then
• 6:59
  adapt
• 7:00
  as
• 7:00
  you
• 7:00
  learn.
• 7:01
  And
• 7:01
  then
• 7:01
  here's
• 7:01
  a
• 7:01
  simple
• 7:02
  tool
• 7:02
  that
• 7:02
  you
• 7:02
  can
• 7:02
  use
• 7:02
  after
• 7:03
  this
• 7:03
  episode,
• 7:03
  and
• 7:04
  I
• 7:04
  call
• 7:04
  it
• 7:04
  the
• 7:04
  three
• 7:05
  minute
• 7:06
  export
• 7:06
  mindset
• 7:07
  check.
• 7:07
  Because
• 7:08
  when
• 7:08
  something
• 7:08
  isn't
• 7:09
  working
• 7:09
  in
• 7:09
  an
• 7:09
  international
• 7:10
  market,
• 7:10
  you
• 7:11
  have
• 7:11
  to
• 7:11
  decide
• 7:12
  what
• 7:12
  the
• 7:12
  problem
• 7:13
  actually
• 7:13
  is.
• 7:14
  And
• 7:14
  the
• 7:14
  way
• 7:14
  you
• 7:14
  see
• 7:15
  the
• 7:15
  situation.
• 7:16
  Is
• 7:17
  based
• 7:17
  on
• 7:17
  your
• 7:17
  mindset.
• 7:18
  So
• 7:19
  I
• 7:19
  want
• 7:19
  you
• 7:19
  to
• 7:20
  pause
• 7:20
  and
• 7:21
  ask
• 7:21
  yourself
• 7:21
  three
• 7:22
  questions.
• 7:23
  Firstly,
• 7:24
  what
• 7:24
  am
• 7:24
  I
• 7:24
  assuming
• 7:25
  is
• 7:25
  the
• 7:25
  same
• 7:26
  as
• 7:27
  my
• 7:27
  home
• 7:27
  market?
• 7:28
  And
• 7:28
  then
• 7:28
  go
• 7:28
  and
• 7:28
  check
• 7:29
  how
• 7:29
  it
• 7:29
  actually
• 7:30
  works
• 7:30
  in
• 7:31
  that
• 7:31
  market.
• 7:31
  Because
• 7:32
  if
• 7:32
  you
• 7:32
  get
• 7:32
  that
• 7:33
  assumption
• 7:33
  wrong
• 7:34
  and
• 7:34
  you
• 7:34
  start
• 7:34
  assuming
• 7:35
  that
• 7:35
  it's
• 7:35
  the
• 7:35
  same
• 7:35
  with
• 7:35
  your
• 7:35
  home
• 7:36
  market.
• 7:36
  Everything
• 7:37
  that
• 7:37
  follows
• 7:38
  your
• 7:38
  messaging,
• 7:39
  your
• 7:39
  training,
• 7:40
  your
• 7:40
  sales
• 7:40
  approach
• 7:41
  will
• 7:41
  probably
• 7:42
  be
• 7:42
  wrong.
• 7:42
  And
• 7:43
  then
• 7:43
  the
• 7:43
  second
• 7:43
  question
• 7:43
  I
• 7:43
  want
• 7:44
  you
• 7:44
  to
• 7:44
  ask
• 7:44
  yourself
• 7:44
  is,
• 7:44
  am
• 7:45
  I
• 7:45
  assuming
• 7:46
  what
• 7:46
  the
• 7:46
  problem
• 7:46
  is
• 7:47
  or
• 7:47
  am
• 7:47
  I
• 7:47
  actually
• 7:48
  going
• 7:48
  to
• 7:48
  find
• 7:48
  out
• 7:49
  what
• 7:49
  it
• 7:49
  is
• 7:49
  and
• 7:50
  analyzing
• 7:51
  what
• 7:51
  it
• 7:51
  is,
• 7:52
  for
• 7:52
  example,
• 7:53
  if
• 7:53
  people
• 7:54
  are
• 7:54
  not
• 7:54
  responding,
• 7:55
  not
• 7:55
  engaging,
• 7:56
  not
• 7:56
  taking
• 7:57
  meetings,
• 7:57
  that's
• 7:58
  usually
• 7:58
  a
• 7:58
  sales
• 7:58
  problem.
• 7:59
  IE
• 7:59
  it
• 7:59
  may
• 7:59
  be
• 7:59
  activity,
• 8:00
  it
• 8:00
  may
• 8:00
  be
• 8:00
  sales
• 8:01
  training,
• 8:01
  but
• 8:01
  if
• 8:02
  people
• 8:02
  are
• 8:03
  interested,
• 8:04
  they're
• 8:04
  asking
• 8:04
  questions
• 8:05
  and
• 8:05
  they
• 8:05
  may
• 8:05
  be
• 8:06
  even
• 8:06
  trialing
• 8:07
  the
• 8:07
  products
• 8:07
  but
• 8:07
  not
• 8:08
  moving
• 8:08
  forward.
• 8:09
  That's
• 8:09
  usually
• 8:10
  an
• 8:10
  adoption
• 8:11
  problem.
• 8:12
  So
• 8:12
  if
• 8:12
  you're
• 8:13
  treating
• 8:13
  it
• 8:13
  as
• 8:13
  a
• 8:13
  sales
• 8:14
  problem,
• 8:14
  'cause
• 8:14
  that's
• 8:14
  what
• 8:14
  you've
• 8:15
  assumed
• 8:15
  it
• 8:15
  is,
• 8:16
  you'll
• 8:16
  probably
• 8:16
  increase
• 8:17
  activity
• 8:17
  or
• 8:17
  train
• 8:18
  the
• 8:18
  sales
• 8:18
  team
• 8:18
  but
• 8:19
  that
• 8:19
  won't
• 8:19
  fix
• 8:20
  an
• 8:20
  adoption
• 8:20
  problem.
• 8:21
  IE,
• 8:22
  the
• 8:22
  problem
• 8:22
  is
• 8:23
  the
• 8:23
  workflow,
• 8:23
  the
• 8:23
  economics,
• 8:24
  or
• 8:24
  how
• 8:25
  the
• 8:25
  value
• 8:25
  is
• 8:25
  understood
• 8:26
  in
• 8:26
  that
• 8:26
  system.
• 8:26
  And
• 8:27
  if
• 8:27
  it's
• 8:27
  a
• 8:27
  sales
• 8:27
  problem,
• 8:28
  then
• 8:28
  focusing
• 8:29
  on
• 8:29
  adoption
• 8:29
  issues
• 8:30
  is
• 8:30
  not
• 8:30
  gonna
• 8:31
  fix
• 8:31
  that
• 8:31
  problem
• 8:32
  either,
• 8:32
  because
• 8:33
  you're
• 8:33
  gonna
• 8:33
  be
• 8:33
  doing
• 8:33
  the
• 8:34
  wrong
• 8:34
  things.
• 8:35
  So.
• 8:35
  That's
• 8:35
  the
• 8:36
  second
• 8:36
  question.
• 8:36
  And
• 8:36
  the
• 8:37
  third
• 8:37
  question
• 8:37
  I
• 8:37
  want
• 8:37
  you
• 8:38
  to
• 8:38
  ask
• 8:38
  yourself
• 8:38
  is,
• 8:39
  do
• 8:39
  you
• 8:39
  actually
• 8:40
  need
• 8:40
  more
• 8:40
  information
• 8:41
  or
• 8:41
  are
• 8:41
  you
• 8:42
  waiting
• 8:42
  for
• 8:43
  certainty
• 8:43
  before
• 8:44
  acting?
• 8:44
  Because
• 8:45
  at
• 8:45
  some
• 8:45
  point
• 8:45
  more
• 8:46
  thinking
• 8:46
  doesn't
• 8:46
  help,
• 8:47
  only
• 8:47
  action
• 8:47
  does.
• 8:48
  And
• 8:48
  remember
• 8:49
  the
• 8:49
  40
• 8:50
  70
• 8:50
  rule,
• 8:51
  if
• 8:51
  you
• 8:51
  have
• 8:52
  less
• 8:52
  than
• 8:52
  40%
• 8:53
  of
• 8:53
  the
• 8:53
  information,
• 8:54
  don't
• 8:54
  act
• 8:54
  yet.
• 8:55
  But
• 8:55
  if
• 8:55
  you
• 8:55
  have
• 8:55
  more
• 8:56
  than
• 8:56
  70%,
• 8:57
  you've
• 8:57
  probably
• 8:57
  waited
• 8:58
  too
• 8:58
  long.
• 8:59
  And
• 8:59
  then
• 8:59
  hopefully
• 9:00
  those
• 9:00
  three
• 9:01
  questions
• 9:01
  alone
• 9:02
  will
• 9:03
  often
• 9:03
  reveal
• 9:03
  the
• 9:04
  real
• 9:04
  constraint
• 9:05
  and,
• 9:05
  you'll
• 9:05
  find
• 9:06
  out
• 9:06
  that
• 9:06
  it's
• 9:06
  probably
• 9:06
  not
• 9:07
  technology
• 9:07
  and
• 9:07
  it's
• 9:07
  not
• 9:07
  the
• 9:08
  market,
• 9:08
  but
• 9:08
  it's
• 9:09
  the
• 9:09
  way
• 9:09
  that
• 9:10
  you
• 9:10
  are
• 9:10
  approaching
• 9:12
  the
• 9:12
  problem.
• 9:12
  International
• 9:13
  expansion
• 9:13
  rarely
• 9:14
  fails
• 9:14
  because
• 9:14
  leaders
• 9:15
  don't
• 9:15
  work
• 9:15
  hard
• 9:16
  enough.
• 9:16
  More
• 9:16
  often
• 9:16
  than
• 9:17
  not,
• 9:17
  it
• 9:17
  stall
• 9:18
  because
• 9:18
  of
• 9:18
  the
• 9:18
  way
• 9:19
  we're
• 9:19
  thinking
• 9:19
  about
• 9:20
  the
• 9:20
  situation,
• 9:20
  and
• 9:21
  that
• 9:21
  quietly
• 9:21
  leads
• 9:22
  us
• 9:22
  in
• 9:22
  the
• 9:22
  wrong
• 9:23
  direction.
• 9:24
  So
• 9:24
  next
• 9:24
  time
• 9:24
  something
• 9:25
  isn't
• 9:25
  working
• 9:25
  in
• 9:25
  a
• 9:25
  new
• 9:26
  market,
• 9:26
  pause
• 9:27
  for
• 9:27
  a
• 9:27
  moment
• 9:27
  and
• 9:28
  ask
• 9:28
  those
• 9:28
  three
• 9:28
  questions
• 9:29
  from
• 9:29
  the
• 9:29
  three
• 9:30
  minute
• 9:31
  export
• 9:31
  mindset
• 9:32
  check.
• 9:33
  And
• 9:33
  It's
• 9:33
  very
• 9:33
  likely
• 9:34
  that
• 9:34
  you'll
• 9:34
  find
• 9:34
  out
• 9:35
  that
• 9:35
  the
• 9:35
  real
• 9:35
  solution
• 9:36
  is
• 9:37
  a
• 9:37
  change
• 9:37
  in
• 9:38
  mindset.
• 9:38
  'Cause
• 9:38
  mindset
• 9:39
  will
• 9:39
  then
• 9:40
  change
• 9:40
  the
• 9:40
  decisions
• 9:40
  that
• 9:40
  you
• 9:41
  make
• 9:41
  and
• 9:41
  the
• 9:42
  decisions
• 9:42
  will
• 9:42
  then
• 9:42
  change.
• 9:43
  The
• 9:43
  actions
• 9:43
  that
• 9:44
  you
• 9:44
  take
• 9:45
  and
• 9:45
  the
• 9:45
  actions
• 9:45
  that
• 9:45
  you
• 9:45
  take
• 9:46
  are
• 9:46
  the
• 9:46
  things
• 9:47
  that
• 9:47
  are
• 9:47
  gonna
• 9:47
  drive
• 9:48
  your
• 9:48
  international
• 9:49
  business
• 9:49
  forward
• 9:50
  or
• 9:50
  not.
• 9:50
  So
• 9:51
  onto
• 9:51
  the
• 9:51
  decision
• 9:52
  scenario
• 9:53
  for
• 9:53
  this
• 9:53
  episode.
• 9:53
  Which
• 9:54
  is
• 9:54
  you've
• 9:55
  entered
• 9:55
  a
• 9:55
  new
• 9:56
  international
• 9:56
  market
• 9:57
  and
• 9:57
  you're
• 9:57
  getting
• 9:58
  good
• 9:58
  initial
• 9:58
  interest
• 9:59
  meetings
• 9:59
  with
• 10:00
  the
• 10:00
  right
• 10:00
  people.
• 10:01
  You're
• 10:01
  even
• 10:01
  getting
• 10:02
  a
• 10:02
  couple
• 10:02
  of
• 10:02
  early
• 10:02
  trials,
• 10:03
  but
• 10:03
  nothing
• 10:04
  is
• 10:04
  converting.
• 10:05
  So
• 10:05
  your
• 10:05
  team
• 10:05
  reviews
• 10:06
  the
• 10:06
  situation
• 10:07
  and
• 10:07
  says,
• 10:08
  we're
• 10:08
  close.
• 10:09
  We
• 10:09
  just
• 10:09
  need
• 10:09
  to
• 10:09
  push
• 10:10
  a
• 10:10
  bit
• 10:10
  harder
• 10:10
  and
• 10:10
  build
• 10:11
  momentum
• 10:11
  So
• 10:12
  here's
• 10:12
  the
• 10:12
  decision
• 10:13
  that
• 10:13
  I
• 10:13
  want
• 10:13
  you
• 10:13
  to
• 10:14
  make.
• 10:14
  Do
• 10:14
  you
• 10:15
  a
• 10:15
  increase
• 10:16
  sales
• 10:16
  activity
• 10:17
  and
• 10:18
  double
• 10:18
  down
• 10:18
  on
• 10:18
  the
• 10:18
  current
• 10:19
  approach?
• 10:20
  A
• 10:20
  more
• 10:20
  meetings,
• 10:21
  more
• 10:21
  demos,
• 10:22
  more
• 10:22
  follow-ups,
• 10:23
  or
• 10:23
  do
• 10:23
  you
• 10:23
  B,
• 10:24
  invest
• 10:24
  in
• 10:24
  strengthening
• 10:25
  your
• 10:25
  clinical
• 10:26
  and
• 10:26
  economic
• 10:27
  evidence
• 10:27
  to
• 10:28
  remove
• 10:28
  remaining
• 10:28
  objections?
• 10:30
  C,
• 10:30
  stay
• 10:31
  consistent.
• 10:32
  Keep
• 10:32
  learning
• 10:33
  and
• 10:33
  give
• 10:33
  the
• 10:33
  market
• 10:34
  more
• 10:34
  time
• 10:34
  to
• 10:35
  respond.
• 10:35
  Or
• 10:35
  D,
• 10:36
  pause
• 10:36
  and
• 10:36
  reassess
• 10:37
  to
• 10:37
  see
• 10:37
  whether
• 10:38
  the
• 10:38
  issue
• 10:39
  is
• 10:39
  actually
• 10:40
  how
• 10:40
  the
• 10:40
  product
• 10:40
  fits
• 10:41
  into
• 10:41
  this
• 10:42
  specific
• 10:42
  market.
• 10:43
  Now,
• 10:43
  in
• 10:43
  the
• 10:43
  next
• 10:44
  episode,
• 10:44
  as
• 10:44
  per
• 10:44
  normal,
• 10:45
  I'll
• 10:45
  break
• 10:45
  that
• 10:46
  down
• 10:46
  and
• 10:46
  show
• 10:47
  you
• 10:47
  which
• 10:47
  choice
• 10:48
  reflects
• 10:48
  the
• 10:48
  right
• 10:49
  mindset
• 10:49
  that
• 10:50
  is
• 10:50
  most
• 10:50
  likely
• 10:51
  to
• 10:51
  lead
• 10:52
  to
• 10:52
  adoption.
• 10:52
  And
• 10:53
  if
• 10:53
  you're
• 10:53
  building
• 10:54
  a
• 10:54
  MedTech
• 10:54
  business
• 10:55
  and
• 10:55
  you're
• 10:55
  not
• 10:55
  sure
• 10:56
  whether
• 10:56
  your
• 10:57
  next
• 10:57
  move
• 10:57
  should
• 10:57
  be
• 10:58
  around
• 10:58
  evidence,
• 10:58
  market
• 10:59
  access,
• 11:00
  commercialization,
• 11:01
  distributor
• 11:01
  strategy,
• 11:02
  or
• 11:02
  adoption.
• 11:03
  Don't
• 11:03
  guess.
• 11:04
  Booker
• 11:04
  Healthcare
• 11:05
  export
• 11:06
  accelerated
• 11:06
  diagnostic
• 11:07
  Call
• 11:07
  with
• 11:07
  me.
• 11:08
  Use
• 11:08
  the
• 11:08
  link
• 11:09
  in
• 11:09
  the
• 11:09
  show
• 11:09
  notes
• 11:09
  and
• 11:10
  in
• 11:10
  that
• 11:10
  session
• 11:11
  I'll
• 11:11
  help
• 11:11
  you
• 11:11
  identify
• 11:12
  the
• 11:12
  specific
• 11:12
  constraints
• 11:13
  blocking
• 11:13
  your
• 11:14
  momentum
• 11:14
  and
• 11:14
  the
• 11:14
  commercial
• 11:15
  move,
• 11:15
  most
• 11:16
  likely
• 11:16
  to
• 11:16
  unlock
• 11:17
  your
• 11:17
  progress.
• 11:18
  Because
• 11:18
  all
• 11:19
  of
• 11:19
  this
• 11:19
  mindset
• 11:20
  decisions
• 11:21
  strategy
• 11:22
  only
• 11:22
  matter
• 11:23
  if
• 11:23
  it
• 11:23
  leads
• 11:24
  to
• 11:24
  one
• 11:24
  thing,
• 11:25
  and
• 11:25
  that's
• 11:25
  real
• 11:25
  world
• 11:26
  use
• 11:26
  because
• 11:27
  if
• 11:27
  it
• 11:27
  doesn't
• 11:27
  get
• 11:27
  used,
• 11:28
  it
• 11:28
  doesn't
• 11:28
  matter.
• 11:29
  Until
• 11:29
  next
• 11:30
  time.
• 11:30
  Thanks
• 11:30
  for
• 11:30
  listening.
• 11:31
  Keep
• 11:31
  challenging
• 11:32
  your
• 11:32
  assumptions
• 11:33
  and
• 11:33
  keep
• 11:34
  growing.